Laurel
Principal CRM Strategist
Laurel is Principal CRM Strategist at Rework, focused on the top of the funnel: opening new demand through outbound and outreach, and capturing it before it goes cold. Laurel writes about cold email and cold calling, multichannel sequences, ABM, the sales engagement tools that run outbound, and the lead management that turns replies into pipeline.
About Laurel
Laurel is Principal CRM Strategist at Rework. The focus is the top of the funnel: finding the right accounts, starting conversations through outbound and outreach, and making sure the interest that comes back is captured, qualified, and followed up instead of leaking out between marketing and sales.
What Laurel Writes About
- Outbound and outreach: cold email cadences, cold call scripts, getting past gatekeepers and first-touch objections, and the metrics that show whether an outbound motion is working
- Demand generation: ABM plays, multi-channel campaign launches, and the funnel math from MQL to opportunity
- Sales engagement tools: how the main outbound platforms compare, from sequencers and cold email tools to data and intent providers, plus AI agents for prospecting
- Lead management: capturing, qualifying, routing, and nurturing leads so outbound and inbound demand becomes pipeline
Who It's For
These articles are written for SDR and BDR teams, demand gen marketers, and the sales and marketing leaders who own pipeline creation, especially teams building or rebuilding an outbound motion.
Connect
Laurel is on LinkedIn.